1. Persuasion: So Easily Fooled [Instructor Name] [Class and Section Number]

2. Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

3. Persuasion Overview Persuasion - The process by which a message induces change in beliefs, attitudes, or behaviors.

4. Persuasion Overview CentralPeripheral

5. Persuasion Overview Fixed Action Patterns (FAPs) – Sequences of behavior that occur in exactly the same fashion, in exactly the same order, every time they’re elicited. Trigger phrases  “for a good cause”  “because...”

6. Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

7. Sources of Persuasion

8. Sources of Persuasion: Authority

9. Sources of Persuasion: Honesty

10. Sources of Persuasion: Likeability

11. Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

12. Manipulating Perceptions of Trustworthiness  Testimonials and Endorsements  Presenting the message as education  “Word of Mouth”  The Maven

13. Testimonials and Celebrity Endorsements

14. Presenting the Message as Education “I’m not a salesman. I’m a product consultant.”

15. Word of Mouth 70%91%

16. The Maven

17. Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

18. Other Tricks of Persuasion  “Free Gifts” & Reciprocity  Social Proof  Getting a Foot-in-the-Door  A Door-in-the-Face  “And That’s Not All”  The Sunk Cost Trap  Scarcity & Psychological Reactance

19. Reciprocity Reciprocity: We feel compelled to repay what another person has given us.

20. Social Proof

21. Commitment and Consistency Foot-in-the-door: An initial difficult-to-refuse “small request” leads to progressively larger requests (that were the target from the beginning).

22. A Door in the Face Reject → Compromise  Would you complete a two-hour survey?  What about just a 15- minute “important” portion of that survey? No!

23. And That’s Not All High Price Pause Lower Price OR Bonus Product

24. The Sunk Cost Trap Sunk Cost: Unrecoverable investments of money and time.  Examples  Movie ticket scenario

25. Scarcity Scarcity: The degree to which something is limited or may become unavailable.

26. Psychological Reactance Psychological Reactance: The tendency to assert our freedom when we feel others are attempting to control us.

27. Overview Persuasion Overview Source of Persuasion – Triad of Trustworthiness Manipulating Perceptions of Trustworthiness Other Tricks of Persuasion Defending Against Persuasion

28. Inoculation: Weak versions of persuasive messages “inoculate” individuals, making them less vulnerable to stronger versions. Stinging: Immediately drawing an individual’s attention to the way they have been persuaded.

29. Photo Attribution Slide 1Photo Credit: Poster Boyhttps://www.flickr.com/photos/posterboynyc/6413597531/ https://creativecommons.org/licenses/by/2.0/ Slide 3 Photo Credit: Peter Kaminski https://www.flickr.com/photos/peterkaminski/11843486/in/pool-rbit https://creativecommons.org/licenses/by/2.0/ Slide 3Photo Credit: smallcaps https://www.flickr.com/photos/97478728@N00/3048313561/ https://creativecommons.org/licenses/by-nc-nd/2.0/ Slide 4Novocortex https://www.flickr.com/photos/novocortex/2016144655/ https://creativecommons.org/licenses/by/2.0/ Slide 4 Photo Credit: Alexisrael http://commons.wikimedia.org/wiki/File:Philip_Morris_Ads.JPG http://creativecommons.org/licenses/by-sa/3.0/deed.en Slide 5Photo Credit: Emmey https://www.flickr.com/photos/65412807@N00/2717092797/ https://creativecommons.org/licenses/by-nc-sa/2.0/ Slide 5Photo Credit: jendubin https://www.flickr.com/photos/28555425@N00/6210982894/ https://creativecommons.org/licenses/by-nc-nd/2.0/ Slide 8Photo Credit: http://pixabay.com/en/man-coat-people-laboratory-lab-219928/ Slide 9Photo Credit: http://commons.wikimedia.org/wiki/File:Martha_Stewart_2011_Shankbone.JPG http://creativecommons.org/licenses/by/3.0 Slide 10 Photo Credit: http://commons.wikimedia.org/wiki/File:Jennifer_Lawrence_at_the_83rd_Academy_Awards_crop.jpg http://creativecommons.org/licenses/by-sa/2.0 Slide 10 Photo Credit: edwardk662 https://www.flickr.com/photos/23336414@N06/2233253056/ https://creativecommons.org/licenses/by-nc-nd/2.0/ Slide 13Photo Credit: Master Sgt. Scott Reed http://commons.wikimedia.org/wiki/File:Air_Force_21.jpg http://en.wikipedia.org/wiki/public_domain Slide 14 Photo Credit: lynn.gardner https://www.flickr.com/photos/40583702@N00/4839064299/ https://creativecommons.org/licenses/by-nc-sa/2.0/ Slide 15 Photo Credit: Jerry W. Lewis https://www.flickr.com/photos/13218517@N00/3030831726/ https://creativecommons.org/licenses/by-nc-sa/2.0/ Slide 15Photo Credit: hang_in_there https://www.flickr.com/photos/59632563@N04/6104068209/ https://creativecommons.org/licenses/by/2.0/ Slide 19 Photo Credit: *Bitch Cakes* https://www.flickr.com/photos/89138584@N00/4326882348/ https://creativecommons.org/licenses/by-nc/2.0/ Slide 20Photo Credit: jamelah https://www.flickr.com/photos/56412930@N00/3002492619/ https://creativecommons.org/licenses/by-nc-nd/2.0/ Slide 21 Photo Credit: Dan d'Auge https://www.flickr.com/photos/53833419@N07/6719011119/ https://creativecommons.org/licenses/by-nc-nd/2.0/ Slide 22Photo Credit: ppdiaporama https://www.flickr.com/photos/94332941@N06/8847236387/ https://creativecommons.org/licenses/by-nc/2.0/ Slide 23Photo Credit: http://commons.wikimedia.org/wiki/File:Billy_Mays_Portrait_Cropped.jpg http://creativecommons.org/licenses/by-sa/2.0 Slide 24Photo Credit: Phillip Pessar https://www.flickr.com/photos/25955895@N03/8131635558/ https://creativecommons.org/licenses/by/2.0/ Slide 25Photo Credit: watz https://www.flickr.com/photos/98203235@N00/4758816160/ https://creativecommons.org/licenses/by-nc-sa/2.0/ Slide 26Photo Credit: thomasbrightbill https://www.flickr.com/photos/8825143@N06/3063797387/ https://creativecommons.org/licenses/by/2.0/ Slide 26Photo Credit: asgw https://www.flickr.com/photos/31909437@N00/6678205797/ https://creativecommons.org/licenses/by/2.0/ Slide 28Photo Credit: m.a.r.c. https://www.flickr.com/photos/43846837@N00/307544786/ https://creativecommons.org/licenses/by-sa/2.0/